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Yesterday, Ford CEO
Bill Ford introduced a mini-fleet of hybrid
taxis that will serve New York City. Considering that
the fleet will only consist of 6 Escape
hybrids, it is a bit interesting that Mr. Ford chose
to make the presentation.
Or is it?
With Ford's hybrid head resigning
just weeks ago, there was much speculation about the
future of Ford hybrids, but now Mr. Ford appears to be
taking the lead on hybrids. While fuel cells might be the
distant future, hybrid
cars represent the near future and they are proof that
the auto industry CAN and MUST change.
Isn't it ironic that on the same day that New York announced
that it will begin forcing automakers to reduce greenhouse
gas emissions, joining California, Mr. Ford was in New
York promoting his company's hybrids?
Still, the drive to hybrid technology isn't just being
driven by treehuggers from both coasts.
GM is now banging the hybrid drum in China, joining
at least 3 other automakers that will soon begin
developing and producing hybrid vehicles in that country.
Many auto analysts have long speculated that China will be
the key market for major automakers as we head into the
future. And according to a recent AutoWeek
article, "The Chinese government is keen to
develop more fuel-efficient engines to curb its growing
appetite for imported oil and reduce pollution. An
automotive policy released last year suggests preferential
treatment for developers of fuel-efficient
technologies."
Hmmm, does "preferential treatment" have
anything to do with GM's new hybrid focus?
Global forces, including global warming, terrorism,
hurricanes, global petroleum demand, and consumer
interests are requiring - even DEMANDING - that automakers
change. The hybrid battleground is no longer just about
hype, it's about business survival. With China entering
the fray, the prospect of much cheaper hybrid parts
becomes not just a possibility, but an obvious reality.
Ultimately, a technological revolution is hitting the
world's auto industry and it isn't being driven only by
speed and horsepower, but also by fuel efficiency and
environmental impact. Experimental
hybrids demonstrate that hybrid technology has
significantly more potential than is currently being
exhibited in the Prius,
the Highlander
hybrid, or the Civic
hybrid. Huge, monumental gains are yet to be made in
this emerging automotive technology.
While fuel cell vehicles might be the inevitable future,
that future might not be a reality for decades. Hybrids
demonstrate significant, dramatic change can be
accomplished now, without fuel cells, without hydrogen.
Nonetheless, today's hybrids could quite easily become
tomorrow's fuel cell hybrids, as both Ford and Toyota are
currently displaying (more).
The hybrids ARE coming, and they are going to come in a
big way during the next decade. In 5 years, J.D. Power's
prediction of hybrids achieving just 5% of the market will
seem like the silliest analysis ever made by an automotive
expert.
Hybrid hype is over and the winds of change are blowing.
The real battle is just beginning.
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